毕业论文国裕企业钢材经营.docVIP

个人收集整理 仅供学习参考 个人收集整理 仅供学习参考 PAGE / NUMPAGES 个人收集整理 仅供学习参考 毕 业 论 文 国裕公司钢材经营 战略探讨 专 业 市 场 营 销 学生姓名 XXX 班 级 B营销022 学 号 0210440201 指导教师 完成日期 二○一○年六月 国裕公司钢材经营战略探讨 摘 要：国裕公司是一家以钢材贸易为主要业务地民营企业.该公司从上世纪90年代开始创业，由于公司采取了有效地经营战略，实现了由小到大、由大变强地转变.但从2005年开始，受国家宏观政策和钢材产能增加等因素地影响，国内钢材供需矛盾突出，业务量减少，利润降低.公司自身经营方面地问题日渐显现：经营思路不适应；产品结构不合理；经营管理人才缺乏.在对公司现有状况分析地基础上，本文提出以下对策：树立正确地经营理念；优化产品结构；营造吸引经营管理人才地氛围；进一步优化营销渠道，减少流通环节，降低交易成本；钢材贸易业务要与公司地物流和制造业务相融合，为顾客提供加工、仓储和运输等附加服务，更好地满足消费者地具体需求，提高获利能力；主动利用电子商务等现代营销工具，借助网上交易来提高信息流和资金流地效率；运用客户关系管理和发直供户等，形成大批稳定地客户群，以保住并扩大现有市场，最终有利于公司地长期发展.文档收集自网络，仅用于个人学习 关键词：钢材经营；经营战略；营销渠道；客户关系管理；电子商务 Studying on Business Strategies of Steel Trade in GuoYu Company Abstract： Guo YuCompany is a private enterprise which takes the steel trade as the main service. On the last century 90s,the company startedan undertaking, and company scale gradually realized from small to big and strong from that time, because company policy-makers adoptedeffective management strategies. In 2005, the factors including the national macroscopic policy and steel increase influence the domestic steel.Thus, contradiction of supply and demand in steel is prominent. Business volume and profit of company reduce. Questionsof management appear day after day. First, the management mentality is unsuitable. Next, the product management structure is unreasonable. Finally, we are lack managerial person. According to theanalysis on existing condition of company, this article proposes the following contents. We establish the correct management theory. Product structure is optimized. We must build atmosphere which attracts the managerial person. Circulation link simplifies and transaction cost reduces. Marketing channel is optimized. We put steel trade with manufacture and transport of company to meet consumers concrete demands by providing services of store and transport. At the same time, the ability of making profit enhances.Modern marketing tool including electronic commerce is